Content creation and sharing has rapidly become a critical component of marketing. In fact, 90% of B2B marketers engage in some form of content marketing, with 60% expecting to increase their spend during the next 12 months. Much of this content sharing involves discussion and analysis of curated data across social channels - this has led to an explosion in the use of infographics.

Studies show that social media can drive revenue in the B2C space, but it is a bit murkier for B2B. HubSpot looked at 2011 data from over 3000 B2B businesses in an effort to better understand the impact of social media on their lead generation efforts. Unfortunately, the data showed that 63% of the businesses failed to convert social media channel visits to leads. This actually is not unexpected, as we have heard anecdotal reports from clients as well as other agency colleagues that while there is great interest in social media for B2B customers, proving its value to the bottom line has been challenging.